Tag Archives: Ernest Hemingway

WHAT’S WRONG WITH THE WINE INDUSTRY?

“Wine is one of the most civilized things in the world and one of the most natural things of the world that has been brought to the greatest perfection, and it offers a greater range for enjoyment and appreciation than, possibly, any other purely sensory thing.”

~ Ernest Hemingway

As I prepare to travel to Portugal later this month for the MUST Fermenting Ideas Conference (LINK), where new and innovative ideas will be presented and discussed, I can’t help but look at some of the major issues in the wine industry today.

Issues like counterfeiting, fraud, and outright theft are regularly reported here in France and elsewhere. One might actually take that as a positive sign that there is something of great value which is sought after by the criminally inclined. There may well be truth in that, but that is not the kind of thing I am talking about. Even the great scandal of the past year involving the cheating at the Master Sommelier test in the United States (LINK), while closer to the heart of the matter, is not the really big issue, as important as it may be. These kinds of things only affect the upper tier of wine drinkers, not the vast majority.

For me, the big issue is the fact that the industry is pulling in so many directions that it is becoming more and more difficult for wine consumers to have a broad understanding of the world of wine and the enjoyment such awareness brings. This also adversely affects the industry as customer engagement and loyalty wane.

In the United States, the corporatization of the wine industry is having many negative effects. The buying up of labels from shuttered wineries and the conversion of these labels to bottles bulk wines; the “Gallo-ization” of everyday wines; the failure to support labeling regulation policies; and crazy shipping restrictions due to the efforts of regional distributors’ lobbying efforts all serve to break down trust from consumers. These things also make it difficult for family-run wineries to compete in a market where the deck is stacked in favor of the big producers.

Additionally, the movement toward a generic kind of wine blend for the American palate (again, thanks Gallo et all, although wine critics have a hand in this as well), which is opposite of what is happening in the beer industry, where craft beers are gaining market share to the point that they are becoming corporate targets, has also made it harder for the average consumer to explore different styles of the winemaker’s craft. More and more with New World wines and US red wines especially, everything at $12 and under, tastes the same.

The oases from all of this are the smaller wine shops and non-chain restaurants where wine lists are chosen to match the menu, not to maximize buying power. I routinely encourage younger wine drinkers to go to local shops and talk to the staff, who will give good advice about wines regardless of one’s budget. If someone find that they like wine and are interested in exploring it further, local wine shops are a great place to begin. I still rely on my wine cave in Lyon to help me sort through the myriad labels from local wine regions – their advice is worth an extra euro or two per bottle that I may pay over supermarket wines. The same is true in the US and UK.

NOTE: my wife and I have a budget for everyday wine in the 7€ to 15€ range (about $8 to $18). Our go-to Provencal rosé for this summer costs only 6€99. We find that we can get very good wines in this price range here in France – with the advice of our cavistes. We do occasionally splurge for more expensive wines, of course.

On a larger scale, the wine industry would do well to create a more welcoming invitation to wine enjoyment than the usual bifurcated choice of cheap wine laden with additives or more expensive options often marketed for snob appeal. If labeling regulations were supported by the industry, many people who choose to eat healthily would see that their organic food choices are all too often negated by chemical-laden cheap wines. Many of today’s consumers are more health-conscious and the wine industry is doing them few favors by not supporting labeling requirements.

Wine - Labels Ridge
Ridge Winery voluntarily lists all additives on their labels.

The period of continual growth for the industry seems to be over, meaning that attracting new customers will require more than just putting wines on shelves. Making wine an everyday beverage, as it is in much of Europe, will necessitate a more welcoming and egalitarian approach and require more attention to health concerns. Seeing wine as food seems like a good place to begin.

More to come on all this, but I am interested in any comments you have. I you will be at MUST – see you there!

Copyright 2019 – Jim Lockard

WHAT KIND OF WINE DRINKER ARE YOU?

“As I ate the oysters with their strong taste of the sea and their faint metallic taste that the cold white wine washed away, leaving only the sea taste and the succulent texture, and as I drank their cold liquid from each shell and washed it down with the crisp taste of wine, I lost the empty feeling and began to be happy and to make plans”

~ Ernest Hemingway

There are a lot of ways to categorize oneself (or, for more fun, someone else) as a wine drinker. Let’s look at a few . I will provide some recommendations for those in each category to enhance the wine experience based on personal habits and preferences. It is important to have some balance, I think. I realize that all of us may cross categories from time to time, or as part of our evolution as wine drinkers. But, just for fun, let’s explore this idea a bit.

“All generalizations are false, including this one.”

~ Mark Twain

So as a caveat to any categorization scheme, I will acknowledge that this is in no way representative of anything approaching ultimate truth. It’s just for fun, and it may contain just enough truth to make it humorous.

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1. THE CREATURE OF HABIT DRINKER

This kind of wine drinker is predictable to a fault. She may always drink the same varietal, even label, just about every time she has wine. She always drinks at the same time of day, for example, only with dinner. She may be a bit expansive and drink the same varietal from more than one region, but probably not. The wine shop employee knows just what to have on the counter when she comes in to purchase.

RECOMMENDATION: Break out of the box, at least a little. Add a varietal to your routine, such as Merlot if you drink only Cabernet Sauvignon. Or, create a day of the week or of the month when you explore other wines.

“his lips drink water but his heart drinks wine”

~ e.e. cummings

 

Travel - Suitcase

2. THE EXPLORER

This kind of wine drinker seeks variety in all ways. He may drink a different wine every time, exploring different varietals, regions, decanting techniques, glasses, etc. While he may have a few favorites, he returns to from time to time, he is on the prowl for something new and interesting. He badgers the wine shop employees to get in some more interesting wines, and likely explores the shelves of every wine shop in town.

RECOMMENDATION: Find a couple of favorite wines or, better yet, varietals. Then explore them in greater depth to get a deeper knowledge and appreciation of the variety within them. You might try Sauvignon Blancs from a number of producers, regions, and countries to get a sense of how that varietal differs across the range of viticulture and wine making techniques.

“I rather like bad wine. One gets so bored with good wine.”

~ Benjamin Disraeli

Wine - Old Bottles in Storage

3. THE COLLECTOR

This wine drinker is primarily focused on developing a wine cellar that will be the envy of some target audience, or that will appreciate as an investment. He drinks around the edges of his collection, waiting until wines are “ready to drink,” or are on the downside of their life-cycle and no longer as valuable. He is driven more by the labels and the calendar than by his palate. The wine store employee never sees this wine drinker, as he purchases mainly via auction and directly from high-end wineries.

RECOMMENDATION: Have a little fun. Set your concerns for increasing the value of your cellar aside for a bit, let the urge to wheel and deal go and settle in with a couple of bottles that you really enjoy and have some friends over. Wine is a social lubricant and good wine is best enjoyed with friends. Do this occasionally and see how it feels.

“I drink Champagne when I am happy and when I am sad.  Sometimes I drink it when alone.  In company I find it compulsory.  I sip a little if I’m hungry.  Otherwise I don’t touch it — unless I’m thirsty of course.”

~ Lily Bollinger

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4. THE WINE SLUT

This wine drinker will drink whatever wine is being offered. He has no sense of appreciation of wine. His desire is to be sociable and get buzzed. If his host is serving Trader Joe’s Charles Shaw or Screaming Eagle, he will drink it all the same. The wine store employee points him to the sale bin and the bulk wine shelf in the wine shop.

RECOMMENDATION: Take a course on wine. Your wine shop or store may offer one, or the local community college. Increase your knowledge and learn to cultivate a better palate. Realize that a lot of the cheap wine you guzzle is full of additives (LINK) that you may not want in your system.

“As you get older, you shouldn’t waste time drinking bad wine.”

~ Julia Child

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5. THE WINE SNOB

This drinker is all about image – being seen as an authority on fine wines. She may also be a collector, but that is not the driver of her wine consumption. The Wine Snob is about seeming to be the authority in the room. She will spout grandiose tasting notes (including characteristics that no one else seems to taste or smell), turn up her nose at “everyday wines,” and let others know when their wine choices or opinions don’t make the grade (her grade, of course). See will name-drop wine makers, labels, authorities, and distant vineyards that she has experienced. The wine store employee has a happy/sad relationship – she will be a pain to wait on, but will buy expensive wine.

RECOMMENDATION: It may be hopeless. But if you can, try saying NOTHING about wine in a social setting. No, really. A winemaker friend of mine once attended a dinner at one of the premier Burgundy wine estates. Wines worth thousands of dollars a bottle as old as 100 years were served. He said that the amazing thing was not there was no mention of the wine at all during the dinner. The conversation was about other things. Try that sometime.

“This wine is too good for toast-drinking, my dear. You don’t want to mix emotions up with a wine like that. You lose the taste.”

~ Ernest Hemingway, The Sun Also Rises  

 

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6. THE SOCCER MOM/DAD

This drinker is looking for a reliable wine that meets three criteria: consistent, inexpensive, and gives a buzz with minimal hangover. The primary reason that this person drinks wine is as a reminder that there is more to living than the stresses and routines of everyday life. Wine is to relax and forget. The wine store employee sends cases of the same everyday wine home with this drinker a few times a month.

RECOMMENDATION: Learn to manage your life without self-medicating. You may be using wine in a non-beneficial manner. And you are missing most of the joy of the beverage. Read a self-help book, maybe see a therapist. Then, drink wine for enjoyment.

“Behold the rain which descends from heaven upon our vineyards; there it enters the roots of the vines, to be changed into wine, a constant proof that God loves us, and loves to see us happy.”

~ Benjamin Franklin

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7. THE YOUNG MILLENNIAL

Think Yellow TailBarefoot, and box wines. That’s pretty much all you need to know.

RECOMMENDATION: You will likely grow up anyway, but you can hasten the process. See the recommendation for The Wine Slut above.

“I went to the hospital for a blood transfusion and they gave me a wine list.”

~ Dean Martin

 

wine-glasses-facebook

8. THE OLDER MILLENNIAL

On the path of The Explorer, but not in a traditional sense – seeks out wines from obscure or emerging regions as long as they are organic or biodynamic. A wine gets extra credit if it comes from a third-world country. Enjoys paring wines with trendy and ethnic foods. Talks more about the “vibrations” of the wine than fruit vs. minerality. The wine shop employee needs to be up on the ecology of the wines in the shop.

RECOMMENDATION: You are driving the wine market. Keep seeking out wines produced sustainably with little or no additives. Keep expanding your pairings and urging winemakers and restaurateurs to be more creative. If anything, take yourself a little less seriously, but you are on the right track. Oh, and find ways to honor the great traditions of wine making while you create a new future.

“We are all mortal until the first kiss and the second glass of wine.”

~ Eduardo Galeano  

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Wherever you fall in or beyond any of these categories, may your wine drinking bring you great pleasure and add to the overall quality of your life. That, after all, is what it’s all about.

“Wine is one of the most civilized things in the world and one of the most natural things of the world that has been brought to the greatest perfection, and it offers a greater range for enjoyment and appreciation than, possibly, any other purely sensory thing.”

~ Ernest Hemingway

 Your comments are welcomed!

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Text Copyright 2017 – Jim Lockard;  some images are re-posted. If your image is here and you do not want it here, please let me know and I will remove it.